인도 소비자의 식생활라이프스타일에 따른 한국식품 구매행동 연구 －한국식품의 주요 소비층을 중심으로－ (Indian Consumer Purchase Behavior towards Korean Food Products by Food-related Lifestyle －Focusing on the Major Consumers of Korean Food－)

서지정보

· 발행기관 : 한국식품유통학회
· 수록지 정보 : 식품유통연구 / 37권 / 4호 / 1 ~ 24페이지
· 저자명 : 최영민, 오승용

초록

This paper aims to investigate the effects of Indian consumers' food-related lifestyle(FRL) on the purchasing behavior of Korean food products, and to provide the marketing strategies for entering the Indian food market. As a result of classifying FRL types using factor and cluster analysis, it was categorized into two consumer groups：taste oriented⋅low involved type and nutrition⋅socializing seek type. In addition, cross-tabulation analysis was performed on demographic variables to understand the differences in consumer characteristics and Korean food purchase behavior by segmented group according to FRL. The significant differences between the clusters were identified and the overall of food consumption behavior of Indian consumers, such as purchase frequency, purchase places and information sources towards Korean foods relevant to the FRL, were recognized. Also, t-test analysis was conducted to analyze the difference in the repurchase intention and preference of Korean food products by FRL. As a result, ‘nutrition⋅socializing seek type’ has much higher repurchase intention and the preference for each Korean food item compared to another group. Finally, through performing the multiple regression analysis, the ‘simple-convenience seeking factor’ among the five food-related lifestyle factors was found to have the greatest influence on Indian consumers’ repurchase intention towards Korean food products.

영어초록

This paper aims to investigate the effects of Indian consumers' food-related lifestyle(FRL) on the purchasing behavior of Korean food products, and to provide the marketing strategies for entering the Indian food market. As a result of classifying FRL types using factor and cluster analysis, it was categorized into two consumer groups：taste oriented⋅low involved type and nutrition⋅socializing seek type. In addition, cross-tabulation analysis was performed on demographic variables to understand the differences in consumer characteristics and Korean food purchase behavior by segmented group according to FRL. The significant differences between the clusters were identified and the overall of food consumption behavior of Indian consumers, such as purchase frequency, purchase places and information sources towards Korean foods relevant to the FRL, were recognized. Also, t-test analysis was conducted to analyze the difference in the repurchase intention and preference of Korean food products by FRL. As a result, ‘nutrition⋅socializing seek type’ has much higher repurchase intention and the preference for each Korean food item compared to another group. Finally, through performing the multiple regression analysis, the ‘simple-convenience seeking factor’ among the five food-related lifestyle factors was found to have the greatest influence on Indian consumers’ repurchase intention towards Korean food products.

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